Millenials Kill Everything

millenials kill everything

Seram kali baca judul artikel ini.. Tanpa kita sadari, dalam dekade terakhir ini, kaum millenial telah menjadi “pembunuh berdarah dingin” dari berbagai hal di dunia ini.

Sebenarnya itu adalah judul buku terbaru yang ditulis oleh Yuswohady, seorang pakar branding Indonesia. Kemarin Kamis, 21 Maret 2019, aku dan anakku menghadiri launching buku itu yang ditulis mas Yuswo bersama tiga orang kawannya. Acaranya diadakan di gedung BRI I, pada ruang BRI Innovation Center yang kental dengan suasana ala millenial : santai, informal.

Ruang Seminar BRI Innovation Center

Buku itu berisi tentang 50 hal yang “dibunuh” oleh para millenial, dalam arti ditinggalkan. Millenial adalah sebutan bagi generasi yang lahir antara tahun 1983 sampai 2000-an. Mereka adalah anak-anak generasi sebelumnya, Baby Boomers dan Gen X.

Banyak jasa, produk bahkan tingkah laku maupun tradisi mulai atau sudah ditinggalkan akibat tak lagi relevan bagi para millenials. Sebut saja senter, kalender, jam tangan, CD dan media cetak yang semuanya sudah bisa diakses melalui smart phone. 

Sebagai Gen X, aku ingat jaman dulu senang sekali baca dan cari informasi dari majalah Bobo, Gadis atau Kawanku. Denger lagu dari kaset atau radio (lalu direkam/bajak ke kaset :D). Nonton film dari video sewaan, mulai dari bentuk kaset Betamax, VHS sampai laser disc lalu mengecil jadi VCD. Bahkan waktu TK sempat nonton Popeye hitam putih dari proyektor! Dan itu keren banget di masanya.

Sekarang anak-anak sudah ga perlu repot cari-cari majalah atau tempat rental film. Tinggal download film dari internet atau akses lewat aplikasi HP saja, kelar! Bye bye media cetak dan VCD…

Selain produk-produk itu, hiburan grup lawak pun sudah mulai “terbunuh”. Munculnya stand up comedian yang lebih segar dan realistis lebih digemari oleh kaum milenial. Demikian pula dengan bintang iklan. Anak sekarang lebih suka mendengar atau melihat influencer yang meng-endorse atau sharing testimoni suatu produk dibandingkan dengan artis atau bintang iklan yang belum tentu juga menggunakan produk yang mereka iklankan.

50 Hal Yang Dibunuh Millenial

Kebiasaan ataupun tradisi di masa lalu yang sudah mulai “terbunuh” perlahan oleh para millenial di antaranya jam kerja “9 to 5″, tempat kerja atau kantoran, masa kerja bertahun-tahun atau “long term employment“. Prinsipnya nggak musti ngantor dari pagi sampai sore, yang penting kerjaan beres. Bisa di kafe, di rumah atau pindah-pindah dari satu kota ke kota lain. Istilah kerennya “workcation” (kerja sambil liburan).

Kenapa kaum yang tahun 2019 berusia antara 25-35 ini punya cara berpikir dan bertindak yang sama sekali beda dari generasi sebelumnya? Menurut Yuswohady, hal itu karena mereka banyak dipengaruhi oleh informasi dan teknologi digital yang dengan mudah diakses.

Selain itu, pada rentang usia millenial saat ini, penghasilan dan karir mereka belum mapan, sementara kebutuhan (terutama yang sudah berkeluarga) sedang banyak-banyaknya. Sehingga mereka berfikir untuk mengalokasikan pengeluaran pada hal-hal yang lebih bermakna dan membahagiakan.

Milenial juga mulai sadar bahwa memiliki beragam barang menjadikan hidup repot dan kompleks. Karena itu mereka menguranginya dan lebih fokus pada aspek-aspek terpenting dalam hidup seperti: kesehatan, kesenangan, relationships, personal growth, atau kontribusi ke sesama.

Pengetahuan tentang pergeseran tingkah laku dan pemikiran kaum millenial ini perlu dipahami oleh para pengusaha. Sepuluh tahun dari sekarang, merekalah yang akan mengendalikan pasar. Jika produk atau jasa yang sekarang dihasilkan tak beradaptasi dengan kebutuhan dan keinginan millenial, bisa-bisa nanti ikut terbunuh!

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